The DoubleClick Ad Exchange is a real-time market linked to the Google Display Network to buy and sell ads. It is another market in which advertisers can bid for display advertising across the Internet. When you have a campaign targeted to the Display Network, you have automatic access to Ad Exchange publisher sites that comply with AdWords guidelines.
If you go chasing butterflies in the height of summer, the larger your network, the more butterflies will be able to pick up. The same applies to customers: If you use a larger network, you can attract Web parts to customers with high traffic that were not available to you. This is why display your AdWords ads in Ad Exchange publisher sites can help attract new customers who were out of their reach.
Here's how it works:
If you target the Display Network
for your campaign, your ads can be displayed in the Ad Exchange publisher sites and the sites available through Google AdSense
.
While your potential reach is expanded with additional publisher sites, AdWords segmentation, reporting and other account processes you're already familiar with remain the same.
Ad Exchange publishers interested in running AdWords ads must comply with Google AdSense program.
About the auction process
Google follows several steps to ensure a consistent auction process. Thus, AdWords bids can be compared fairly with bids from other ad networks.
When a publisher offers inventory to Ad Exchange, Google AdWords does its own auction and composes the best ad unit, with an entire space ad or group of text ads. Then, AdWords calculates the appropriate bid Ad Exchange for the ad gathering bids ads and applying the AdWords revenue share.
This bid is compared to the bids from other DoubleClick Ad Exchange advertisers and all controls defined by the editors, as CPMs (cost per thousand impressions) minimum. The bids that do not match these controls editor are ignored.
So the Ad Exchange brings together all qualified bids and conducts an auction. If Google AdWords wins the auction, advertisers AdWords winner ad unit only pay what is required to qualify in the above position to the advertiser ranked second, based on the CPC (cost per click). This amount is paid when a user clicks on the ad or complete another qualifying event related to the ad. The publisher receives the value of the second highest Ad Exchange auction bid or the minimum CPM.
When an ad unit is anonymous, the advertiser can not (either directly or through third parties) try to determine the identity of the publisher, the site name or any other identifying information related by any means, even if it does not identify the seller intentionally .
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